How do I build a revenue dashboard that sales, marketing and finance trust?
Marketing's numbers, sales' numbers and finance's numbers never match. So no one trusts any of them.
- Our numbers don't match.
- Which metrics?
- Which tool?
Agree definitions first: what counts as pipeline, a new customer, ARR and churn. Pick one source of truth for each metric, usually the CRM for pipeline and billing for revenue, and reconcile them monthly. Keep the dashboard short: pipeline created, win rate, cycle length, new ARR, net revenue retention and CAC payback. Review it together.
A short metric list
- Pipeline created by source.
- Win rate and cycle length.
- New and expansion ARR.
- Net revenue retention.
- CAC payback.
How we look at it at ShoutEx
We set definitions, connect CRM and billing data and build the dashboard. See board metrics.
- Each team's own numbers.
- Undefined terms.
- Billing not reconciled.
- Too many charts.
- Written definitions.
- One source per metric.
- Monthly reconciliation.
- Short list.
What operators and researchers say
Here is what operators say.
Measure response and conversion.
Read the article →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll connect CRM and billing into one dashboard.
Book a call →Follow-up questions
How do we measure attribution?
Combine first-touch source, a how-did-you-hear field, and pipeline by channel with definitions finance will sign. How to measure marketing attribution in B2B SaaS.
What's good CAC payback?
A common B2B SaaS target is to recover CAC within 12 months; the best companies often do it in 5 to 7 months. What is a good CAC payback period?
Do we need BI software?
Often not at first.